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Brentwood Associates acquires majority stake in Sundance Catalog


Los Angeles -- Private equity firm Brentwood Associates has acquired a majority stake in Sundance Holdings Group ("Sundance Catalog").

Sundance Catalog, founded by Robert Redford in 1989 and headquartered in Salt Lake City, Utah, is a multichannel direct marketer and specialty retailer of women's apparel and accessories, jewelry and home furnishings. Selling shareholders, including ACI Capital and Webster Capital, will retain a minority ownership stake, and the business will remain under the leadership of current president and CEO Matey Erdos.

"Brentwood brings tremendous insight as we embark on the next level of growth," said Erdos. "Their experience in direct marketing and multi-channel retail, as well as their track record of building consumer brands, is extremely relevant to our future success."

Sundance Catalog is the ninth acquisition by Brentwood Associates' latest fund, Brentwood Associates Private Equity IV, L.P.

“We see tremendous opportunity in the Sundance Catalog's direct-to-consumer channels as management is in the early stages of leveraging a vast e-commerce toolset to more effectively serve their customers," said William Barnum, Jr., a partner at Brentwood and co-founder of the firm's private equity effort. "Furthermore, we believe the company's retail strategy represents a significant growth opportunity and an additional path to deeper brand penetration."

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